(August 18, 2022) Today, LEGO Group and CBN Business Data Center held a press conference on the White Paper on Insights into Chinese Consumers’ Attitudes on Trademark Protection in Beijing. Based on consumer research, this white paper provides insights into Chinese consumers’ perceptions, attitudes and behaviors of trademark protection, and uses the brand protection practices of the LEGO Group and other consumer goods and e-commerce platforms as examples to contribute to intellectual property protection and stimulate innovation. .
As one of the important components of intellectual property rights, the related work of trademark and trademark protection is attracting more and more attention. The release of the White Paper on Insights into Chinese Consumers’ Attitudes on Trademark Protection shows Chinese consumers’ cognitive status and expectations on intellectual property and trademark protection, and provides valuable consumer perspectives for brands’ intellectual property and trademark protection work The insights also provide more thinking and research dimensions for promoting the development of trademark protection in China.
“In recent years, with the promotion of policies and the active voices of business entities, trademark protection has been widely recognized by consumers. Chinese consumers have a basic understanding of intellectual property and trademark protection, and they agree that trademark protection is important to the overall market environment of society. , enterprise development and innovation and the positive role of consumers’ own rights. At the same time, affected by laws and regulations and publicity and education, consumers have also increased their awareness in actual consumption behavior, and will take the initiative to protect their trademarks.” Yicai Business Data Gan Zhisheng, senior business research manager of the center, said.
According to the data from the white paper, 80% of consumers have a certain understanding of trademarks, 85% of consumers will pay attention to genuine trademarks when purchasing products, and 69% of consumers agree with the importance of trademark protection and will take the initiative in the purchase process. Trademark protection. Regarding the significance of trademark protection, consumers believe that it is beneficial to the society, mainly in the protection of a fair competition environment (68%), the maintenance of corporate image and reputation (63%), and the protection of consumer rights (58%).
In addition, nearly 70% of consumers will actively learn and acquire knowledge of trademark protection through online channels. Looking at different generations, the post-80s and post-85s mainly use TV, and the post-90s and post-95/00s have a more prominent preference for social media. Before purchasing goods, the post-85s and post-90s showed a stronger awareness of inquiring about genuine trademarks, with 71% and 74% of consumers, respectively, used to know information about genuine trademarks in advance.
The survey also found that 51% of consumers still admit that they are troubled by confusing trademarks and buying fake products. In this regard, Gan Zhisheng said, “About 70% of consumers will inquire about the genuine trademark information before purchasing, but they will still be confused with many counterfeit and infringing products on the market when actually shopping, which will damage their rights and interests. It proves that there are still many difficulties in trademark protection work, and it is necessary for the society to increase investment in public education and provide consumers with more popular education about trademark protection.”
Robin Smith Luo Can, Vice President of LEGO Group and Head of Legal Department of Asia Pacific and China, said, “We regard intellectual property as an important asset. We will continue to work hard in many fields as always to safeguard our intellectual property, and more importantly Yes, protecting our consumers from infringing products. Through this research, we have gained many valuable findings and insights that will provide a valuable ‘outside’ perspective on our future trademark protection efforts. I It is an honor to witness the remarkable achievements China has made in intellectual property protection in the past few years. As a multinational company with a long-term commitment to the Chinese market, we are very grateful to the relevant departments for their efforts in the field of intellectual property to create better quality Continued efforts to improve the business environment.”
“A LEGO® product is called a LEGO® product with the LEGO® logo”, the trademark of the LEGO Group, is a guarantee of product quality and safety, and carries the LEGO® brand’s commitment to providing consumers with a safe, high-quality creative play experience. According to the white paper released this time, when buying children’s toys, 64% of consumers will take the initiative and are accustomed to buying genuine children’s toys. The main reason is that genuine products have better quality assurance (80%) and protect the safety of children’s consumers. (69%) and a better after-sales service experience (58%).
The LEGO Group believes that play is one of the most important ways to inspire and develop children, and for the past 90 years, it has continued to innovate around the LEGO® play system with LEGO® bricks at its core, encouraging people to play with unlimited creativity and high levels of creativity. Quality and innovative play experience, allowing children to learn and develop while playing.
Strengthening education on intellectual property and trademark protection is of great significance for fostering public awareness of innovation. The survey also found that consumers believe that children, as reserve talents for future innovation and development, need to cultivate their awareness of trademark protection from an early age. According to the data from the white paper, 81% of consumers said that it is very valuable to cultivate children’s awareness of trademark protection from an early age. They can teach children to respect the fruits of others’ labor (66%), enhance children’s legal awareness (65%), and teach children Protecting their rights (63%) and fostering innovation in children (44%).
While bringing high-quality and safe play experience to children, the LEGO Group has actively carried out trademark protection publicity activities in China since 2015 to inspire and cultivate more children’s innovative spirit. Online, the LEGO Group has produced a trademark protection creative video to inform the public about the identification of genuine LEGO® products; offline, the LEGO Group has launched a “Trademark Knowledge Class” for children and parents in its branded retail stores; The newspaper has held a series of activities of “Intellectual Property Knowledge into Campus” in several pilot schools of intellectual property education in primary and secondary schools across the country to help young people develop trademark protection awareness and establish intellectual property protection concepts from an early age.
About the White Paper on Insights into Chinese Consumers’ Attitudes of Trademark Protection:
The LEGO Group, in conjunction with CBNData, conducted a survey on Chinese consumers’ perceptions and attitudes about trademarks and trademark protection, and wrote the White Paper on Insights into Chinese Consumers’ Attitudes on Trademark Protection.
The survey results in the white paper are all from an online quantitative survey conducted in 31 provinces, municipalities and autonomous regions across the country in July 2022. A total of 2,000 consumers aged 17-61 participated.
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